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Five Force Analysis

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Five forces * Threat of new entrants * Bargaining power of suppliers (SUPPLIER POWER) * Rivalry among existing competitors (RIVALRY) * Bargaining power of customers (BUYER POWER) * Threat of substitutes

Anomalies * Some anomalies occur due to a variety of reasons with regards to profit over time * Ex: Tobacco was not profitable in 2007 due to lawsuits but was much more profitable during 2008

What is 5 forces analysis? * A framework for analysing industryprofitability * NOT company profitability – that depends on competitive positioning
How we evaluate these: * Opportunity threats * Company position vs competitors * Anticipate changes in the industry
RIVALRY
* Often the most visibly competitive force (price reduction, new product intros, additional services, etc…) * Threats to industry profits * Homogeneous products perfect subs * No buyer switching costs product choice drive by price comparison * Airlines: when there’s no buyer switching costs compete like crazy * Perishable products short shelf life encourages discounting * Everything travel related have a perishable inventory (hotels, cruise ships) * Infrequent, large volume sales transactions discounting to “smooth” sales * Excess industry capacity supply adjusts easily to increased demand * High fixed-to-variable cost ratio pressure to increase market * Many, similarly powerful competitors no dominant industry leader * Low industry growth rates market share focus * High exit barriers firms tolerate low profitability * High rivalry pressures prices down and/or costs up * You even need to compete on price or incur costs to differentiate yourself from competitors * Cell-phone providers
ENTRY
* New entrants erode incumbent

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